FSSAI Bans '100% Pure' Claims on Dabur Products, Halts Sale of Honey, Ghee, Oils

The ban specifically affects a range of products including certain honey variants, apple cider vinegar, virgin coconut oil, sesame oil, cow ghee, coconut water, and coconut milk. These items were marketed with phrases like '100% Natural' or '100% Pure', which have now come under scrutiny.

Why the Ban? Misleading Advertisements Under the Scanner

According to the FSSAI, the issue lies with these '100%' claims. Phrases such as '100% Natural', '100% Pure', '100% Purity Guaranteed', '100% Organic', and '100% Tender Coconut Water' are deemed to be in violation of existing regulations.

These advertisements and claims contravene the 'Food Safety and Standards (Advertising and Claims) Regulations, 2018'. The regulatory body emphasizes that such absolute declarations can be deceptive, impacting consumer trust and fair market practices.

The FSSAI's action underscores its commitment to ensuring that food products sold in the market adhere to strict safety and quality standards, with truthful representation to consumers.

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